Spanish national newspaper El Periódico reports it’s starting a new campaign using Mobile Image Recognition technology developed by Catalan startup Daem Interactive.

A picture taken with a camera phone of a photo appearing in the newspaper will allow the user to access exclusive mobile contents including advertising using MMS. The new system, called “Cázalo” will be launched in tomorrow’s newspaper, promoted by Telefónica and McCann interactive agency.

The inaugural advertising campaign has an announcement related to FC Barcelona – Real Madrid match of tomorrow from the Professional Liga of Futbol (LFP), the user will, besides entering in a contest, receive a promotional video from the Spanish Footbal League. The cost of the MMS message will be 0.60 euros message.

Relative: read Kelly Goto‘s excellent interview with Ignacio Mondine on gotomobile.com and watch the latest demo of Daem’s atomtag 3G software that recognizes my picture and leads you to m-trends.org mobile, now how cool is that!